Corporate re-brands don’t typically attract much attention but when they’re announced at one of the biggest mobile handset launches in recent years, it’s a different story.
The re-brand of Research-In-Motion to BlackBerry that was launched alongside new smartphone devices this week certainly generated plenty of media attention. And not just the cynical attention you might expect.
US magazine Wired, for instance, reported that the re-brand tackles one of the biggest challenges the Canadian company faces – creating a cohesive brand and image. Brand expert Edgar Baum meanwhile was widely quoted in media reports, calling the name-change out as a brilliant marketing move that comes at a time when the company desperately needs to reinvent itself.